Amorepacific Creatives - AMOREPACIFIC BRAND SHOWCASE @DUBAI

Summary

To identify the optimal distributor for launching its brands across the six GCC countries—United Arab Emirates, Saudi Arabia, Qatar, Bahrain, Kuwait, and Oman—which together account for 60–70% of the region’s GDP, Amorepacific hosted a dedicated Brand Showcase. Held in Dubai, this event introduced Amorepacific’s corporate philosophy and vision for the Middle Eastern market, and featured an immersive space where attendees could experience eight of the company’s key brands.

Venue

Mandarin Oriental Jumeira, Dubai
The hotel is located on the beachside closest to downtown Dubai, where landmarks such as the Burj Khalifa and Dubai Mall are situated. It offers a separate entrance and valet system dedicated to the ballroom, along with a 700㎡ space that can be flexibly divided using movable walls. However, the lavish interior finishes and dramatic lighting made us ask ourselves, “How can we present our brand effectively in a space like this?”

We organized the space into three distinct zones:
1. Reception / AP Zone
: Upon entering the venue, guests are welcomed by a large screen playing brand visuals alongside a reception wall. The AP Zone features a Heritage Wall that highlights Amorepacific’s strengths. This area was strategically designed to naturally engage guests during coffee breaks and casual conversations.
2. Conference / Brand Zone
: The Conference Zone and Brand Zone were planned as a connected space. However, the Brand Zone was initially hidden from view to create a “wow moment.” A motorized curtain was installed to reveal it mid-conference for a dramatic unveiling. To shield the Brand Zone from the venue’s existing finishes, we built three-sided walls and styled the space to resemble a trendy K-Beauty boutique, creating an immersive brand experience.
3. Dining Area
: Though physically connected to the rest of the venue, the Dining Area was completely separated in terms of use. It was designated exclusively for meals to provide a focused and comfortable dining experience.

Reception

Upon entering through the event-designated entrance, guests are greeted by a large LED screen directly in front, continuously playing Amorepacific’s 80th anniversary film. To the right of the screen is the reception desk. Both the reception desk and the backdrop wall are finished with special coating on timber board, consistent with the design of the brand zone gate, to create a unified background showcasing the “AMOREPACIFIC” identity.

AP Zone

Before introducing the individual brands, this space offers a brief overview of Amorepacific as a company, highlighting its heritage and key strengths. Next to the bar offering finger foods, a partition wall displays three key themes: ① Innovation & Technology, ② K-Beauty Leadership, and ③ Global Business Presence — providing guests with a quick yet impactful understanding of Amorepacific’s global vision.

Brand Zone –
A trendy K-Beauty Shop

Designed with the concept of a trendy K-beauty shop, the brand zone was structured into modular units—[wall display + visual panel + consultation console]—allowing each of the eight brands to have their own defined area. While all brands are equally important, those identified as strategic priorities for expansion into the Middle East were placed in the front for greater visibility. Side placements were adjusted to reflect each brand’s individual requests as much as possible. To create a stronger visual impact, the three front-facing brands were presented with larger visuals. For Sulwhasoo, the display was enhanced in collaboration with the brand using a custom table they produced, resulting in a richer presentation. At the center of the space, a large communal table displayed products from all eight brands, inviting guests to freely explore and experience them firsthand.

Final Render

Photo

How Much Brand Identity
Should Be Reflected?

We faced a key question: how to express each brand’s identity within a unified, well-organized display system using shared fixtures. After extensive deliberation on the right balance, we developed and distributed a VMD (Visual Merchandising Design) guideline to all participating brands.
To provide clarity and flexibility, both wall displays and island units were categorized into three types:
①Brand Autonomous Layout : Full creative freedom within fixed-size spaces – Each brand handled its own design and production
②Brand Variation Type : Customized variations based on design guidelines – Each brand provided the design, and the Next Space Team handled production
③Common Fixture Type : Suggested items available for shared use Quantities consolidated per brand – Design and production managed by the Next Space Team

Each brand shared a variety of additional requests, and we coordinated them as much as possible within the established guidelines before finalizing the production order. Based on the display guides submitted by each brand, we carried out the on-site VMD setup and product merchandising accordingly. Thanks to the support from the Global Marketing and Global Sales teams, as well as the Business Development Team 2, and the presence of brand representatives from each team, we were able to complete everything within a limited timeframe.

The Brand Zone was revealed during the Keynote Speech from 10:00 to 10:30, and attendees were invited to explore the space freely during the lunch break and intermissions. Starting from 16:00, each brand began offering dedicated product and brand introductions, along with business consultations to discuss potential opportunities from a commercial perspective.